The Effect of Personal Relationship and Consultative Task Behaviors on Buyer Perceptions of Salesperson Trust, Expertise, and Loyalty

Abstract

Creating long-lasting business partnerships between buyers and sellers continues to be a major concern of marketing managers and scholars. The effect of salesperson personal relationship and consultative task behaviors on buyer perceptions, however, has not been thoroughly explored. In response, this study investigates the connection between sales behaviors and buyer assessment of salesperson attributes and loyalty. The results support the contention that consultative task and personal relationship behaviors play a vital role in influencing buyer perceptions of expertise, trust, and relationship loyalty.